摘要：Brand is known as a valuable asset as it enables to differentiate from competitors offerings as well as to generate positive perceptions in the consumers' mind. In the tourism sector,as part of winning competition,it is suggested that destination should also be branded. Destination brand is believed to enable a location to attract investment,business,and tourist which is then improving the local economy. The objective of this study is to empirically examine the structural model to understand the relationship between destination branding and behaviours in the tourism sector. Destination branding is built based on three elements namely destination image,perceived quality,and destination awareness while tourist loyalty is represented by tourist satisfaction and loyalty. By applying purposive sampling,150 valid questionnaires were analysed using Partial Least Squares. Results indicate that there were positive influences between perceived quality and brand awareness to satisfaction whereas brand image had no significant influence on satisfaction. Further,satisfaction significantly influenced loyalty.
其他摘要：Brand dikenal sebagai asset perusahaan yang memungkinkan untuk memberikan pembedaan terhadap pesaing sekaligus sebagai pembangun citra positif terhadap pelanggan. Dalam sektor pariwisata,untuk menghadapi persaingan,suatu tempat sebaiknya juga memiliki mer
关键词：destination branding;destination image;perceived quality;destination awareness; and tourists' behavior.
其他关键词：merek tujuan wisata;citra tujuan wisata;persepsi kualitas;kesadaran merek dan perilaku wisatawan
